it could always be MORE than just entertainment.

The Laugh Bug

A VW’s Fun Theory campaign continues to go viral, one skeptic wonders if it’s more than just entertainment.

By Jane Margolies

With much fanfare, the Swedish division of Volkswagen recently declared the outcome of its Fun Theory innovation challenge. The announcement took place at a real news conference, held in an actual Volkswagen showroom in Stockholm, with the grand-prize winner, American Kevin Richardson, receiving a bona fide check in the amount of 25,000 SEK (about $3,500) for his proposal to reward drivers who stick to the speed limit by giving them a chance to win a lottery jackpot

I’m not really surprised that this is *just* a viral campaign—that once the contest ended, so did the “good fun” but I do feel like there could have been a greater component. Just like how I wished that Coke’s happiness machine was a permanently random thing.